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REGIONAL MANAGER CEE/A:��SWAROVSKI & MARKUS BELINA��

Markus Belina for Swarovski -‐ Vienna, 02.11.11

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Today‘s Agenda��Part 1: A short introduc@on

Part 2: Define a distribu@on model/plan for Croa@a Part 3: Why am I the perfect candidate for the posi@on of Regional Manager CEE/A

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A Short Introduction��

Introducing Markus Belina

• Born in 1973 • More than 10 years of marke@ng, sales &

communica@ons experience • Current employer: Wunderman PXP, a Y&R brand • Looking for a new challenge • Infamous for long introduc@ons

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CRO Distribution Model��Agenda

1. Croa@a: A fact-‐finding mission 2. Swarovski’s Croa@an status quo 3. Objec@ves, analysis & evalua@on 4. End ac@on 1: Geodata analysis 5. End ac@on 2: Loyalty programs 6. End ac@on 3: Regionality 7. End ac@on 4: Poten@al loca@ons 8. End ac@on 5: New Partners 9. Conclusion

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Croatia: A Fact-Finding Mission��Facts & figures

Purchase power overview

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Facts & Figures��

General rates and numbers for Croa@a

Source: CIA World Factbook

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Purchase Power in Croatia��

Swarovski‘s Status Quo in Croatia��Overview over current bou@ques and partners

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Status Quo��

01.11.11 08:39Swarovski Crystal - Boutique Finder: results

Seite 1 von 1http://www.swarovski.com/Web_AT/en/boutique_search?CurrentCountryID=HR&x=12&y=10

Boutique Phone Address Productcategory

De Tempore D.O.O. WOS Zagreb BogovicewadowntownPartner Boutique

3851481409810000ZagrebCroatia

De Tempore DOO WOS Shopping Center City CenterOnePartner Boutique

10000ZagrebCroatia

De Tempore d.o.o. Partner Boutique

51000RijekaCroatia

De Tempore d.o.o. Partner Boutique

21000 SplitCroatia

De Tempore d.o.o. Shoppingcity WestgatePartner Boutique

10298DonjaBistraCroatia

Vitriaria D.o.o. Partner Boutique

23000ZadarCroatia

Vitriaria d.o.o. Partner Boutique

10000ZagrebCroatia

De Tempore/"Karin suveniri" doo DUBROVNIKdowntown MultibrandAuthorized retailer

38591279098020000DubrovnikCroatia

Vitriaria d.o.o. Authorized retailer 385915558446

23000ZadarCroatia

Swarovski Bou@ques in Croa@a

Source: www.swarovski.com

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Objectives, Analysis & Evaluation��Re-‐define all relevant objec@ves

Set up a partner survey Evaluate results & define end ac@ons

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(Re)define Objectives��

(Re)define all relevant objec@ves (set up before having entered the Croa@an market)

• Sales objec@ves: ROI, turnover, gross profit etc. • Coopera@on objec@ves: Number of distribu@on partners,

Swarovski bou@ques/corners etc. • Organiza@onal objec@ves: number of employees &

partners, sales competence & trainings, product trainings, partner sa@sfac@on & loyalty etc.

• Compare these objec@ves to current business situa@on

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Partner Survey��

Set up a partner survey that depicts the current situa@on

• Compare and evaluate bou@ques concerning turnover, gross profit, consumer loyalty, marke@ng ac@vi@es etc.

• Interview partners concerning their feedback on Swarosvski’s support in terms of business advice, marke@ng ac@vi@es etc.

• Learn about partners‘ feedback on products, consumer’s feedback on products and/or desired items and gather inputs on future collec@ons (special collec@on available only in Croa@a?)

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Evaluate Results/Define End Actions ��NOTE: The following end ac@ons have to be seen as recommenda@ons based on the author’s current status of informa@on on and/or knowledge of Swarovski’s partner rela@onships and the Croa@an market

EA = End AcAon

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EA 1: Geodata Analysis��

Perform geodata analysis focussing on regions with high purchase power index and/or tourism density and implement the results for further ac@vi@es such as

• Iden@fica@on of addi@onal loca@ons • Marke@ng and promo@onal inputs for partners • Direct marke@ng planning etc.

Example: Hamburg

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EA 1: Geodata Analysis��

Example Hamburg: Analysis performed for Austrian manufacturer and retailer

Source: GfK

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EA 2: Loyalty Programs��

Develop & implement partner loyalty programs

• Set up mee@ngs with partners on a regular (monthly) basis, offer them a strong support on all business-‐relevant issues

• Grant all partners immediate free SCS membership • Set up a „Swarovski Partner Hotline“ for problems/

challenges/issues of any kind • Develop a regional partner compe@@on: Partners

develop ideas for marke@ng ini@a@ves and/or regional ac@vi@es

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Swarovski Partner compe@@on

• Partners develop ideas for marke@ng ini@a@ves and/or regional ac@vi@es based on local fes@vals & events

• Swarovski sets up a jury consis@ng of local adver@sing/marke@ng/event experts and journalists that picks the winner

• Swarovski supports the winner’s local campaign both financially and organiza@onwise

• Swarowski also produces a very limited special collec@on/product for the winner s/he can give/sell to loyal customers

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Swarovski Partner compe@@on: Benefits

• Partners develop their own campaigns (under Swarovski supervision to s@ck to brand guidelines)

• Journalists and media experts in the jury create local & online buzz and guarantee free press coverage

• Concepts and ideas could also be used for other regions and/or countries

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EA 3: Enhance Regionality ��

Focus on regional specifics, developments, trends etc. and cooperate with prominent and credible locals (designers, musicians etc.)

• Deliver inputs and concepts for local marke@ng ac@vi@es based on local experience, know-‐how and exper@se

• Focus on social media ac@vi@es (Facebook) • Develop coops with local designers and ini@a@ves (CRO Á

PORTER, local designers) • Develop event ideas for partners & offer support for

implementa@on – e.g. Swarovski Fashion Week 2012

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Focus on social media ac@vi@es: Facebook Users in Croa@a

Source: socialbakers.com

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Focus on social media ac@vi@es: Croa@an Fansite

• Set up a Croa@an Swarovski Facebook Fansite • Communicate current and upcoming ac@vi@es &

promo@ons • Generate fans by gran@ng special offers (limited

Facebook edi@ons, discounts, special edi@ons for Croa@a: Croa@an flag as keyring etc.)

• Use Facebook fansite to promote upcoming events and put fans on special guest list

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Swarovski Fashion Week

• Choose prominent local designers that are willing to cooperate – e.g. Ines Zrnc Gregorina or Ma@ja Vuic

• Set up a series of local fashion shows (summer holiday season) including special local DJ gigs focussing on Zagreb & coastal region

• Invite local partners and make them promote the event series in their bou@ques & organize side events

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Swarovski Fashion Week: Gregorina (1,2), Vuic (3)

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Swarovski Fashion Week: Benefits

• Make the brand Swarovski cool, credible and popular throughout the country

• Include exis@ng partners and give them the opportunity to par@cipate and increase their sales

• Invite poten@al partners and convince them of the advantages of a partnership with Swarovski

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EA 4: Identify New Locations��

Iden@fy addi@onal loca@ons for Swarovski bou@ques based on geodata survey results and local exper@se

• Croa@an airports • Wellness & spa centers (e.g. Falkensteiner Hotels)

• High-‐class/design hotels (Swarovski presence in lobbies) • Coastal region (Istria, Dalma@a): Addi@onal number of

shops in most frequented tourist regions based on geodata results

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Show presence on Croa@an airports

• Profit from ideal consumer touchpoints • Reach both local (Croa@an) and foreign travellers • Depending on the available space, decide on whether to

place a Swarovski corner or shop

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Example Zagreb Airport: Sta@s@cs

Source: Zagreb Airport

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Show presence in high-‐class hotels

• Profit from ideal consumer touchpoints • Reach both local (Croa@an) and foreign travellers • Reach the customers before compe@tors do (e.g. Zlatatarna

Križek‘s jewelry can be bought in gis shops in selected 5-‐star hotels)

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EA 5: Generate New Partners��

Iden@fy and generate new distribu@on partners

• Show presence on relevant B2B trade fairs • Iden@fy and contact poten@al partners via direct marke@ng

ac@vi@es • Iden@fy regional retail compe@tors (retail shops) & turn them

into Swarovski partners! • Use exis@ng partners to demonstrate strong partnership &

utmost sa@sfac@on – let them create a buzz • Provide poten@al partners with sugges@ons for poten@al

loca@ons based on geodata survey results (USP!)

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Trade fairs: Beauty Days Zagreb

• Interna@onal fair for cosme@cs and personal care that auracts professionals from the cosme@c branch, manufacturers, traders, buyers etc. and all those taking care of beauty and health in general.

• Date: 02.03.2012 -‐ 04.03.2012 • Audience: Professional visitors and general public

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Trade fairs: Zagreb Auto Show

• Interna@onal exhibi@on of automobiles, motorcycles and the suppor@ng industry including premiere shows of new models, concept vehicles, top-‐design exhibi@on spaces, daily entertainment programmes etc.

• Date: 22.03.2012 -‐ 01.04.2012 • Audience: professional visitors and general public

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Trade fairs: Zagreb Interna@onal Autumn Fair

• Central economic event, bringing together interna@onal economists, exhibitors, businessmen, experts, scien@sts, visitors and media representa@ves. It consists of several specialized fairs: Group Exhibi@ons Of Foreign Countries, Energe@cs, Contech, ARCA, EMAT, Interprotex, Transport and Logis@cs, Crass, INGA and Eko-‐Etno Croa@a.

• Audience: professional visitors and general public

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Iden@fy and contact poten@al partners via direct marke@ng ac@vi@es: See how your Swarovski bouAque could look like!

• Contact poten@al partners via an augmented mailing • Target group receives a mailing including a customized

crystallized webcam and number of mobile tags – depending on the poten@al size/space of their bou@que

• Recipient opens communicated URL and focuses webcam on mobile tag that fits the desired space

• Website shows recipient‘s own virtual Swarovski bou@que!

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See how your Swarovski bouAque could look like – the mechanism behind

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Conclusion ��Croa@a features a high number of sales opportuni@es Extension of distribu@on channels and addi@onal loca@ons (bou@ques) will contribute to increasing sales numbers Many local ac@vi@es can be implemented in other countries as well

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Why Am I...��

... the perfect candidate for the posi@on of Regional Manager CEE/A

• Communica@ve Skills • Analy@cal Skills • Social skills • Ready for the journey • Crea@ve approach • Ready for a new challenge

Communicative Skills ��10 years of experience in the adver@sing industry – from classic adver@sing to web 2.0 ac@vi@es including brand management, campaign implementa@on and public rela@ons Highly eloquent and speaking three different languages: German (mother tongue), English (excellent), Italian (very good) Currently planning to learn both an addi@onal CEE language and French as well (currently very basic understanding)

Analytical Skills��Fast in defining both problems and their solu@ons

Quick understanding of research data Understanding numbers & their origins

Social Skills��Self-‐confident and open approach to people

Understanding people‘s needs & triggers High ability to mo@vate other people

Strong intercultural awareness Open-‐minded for different opinions, cultures, ideas...

Ready For The Journey ��Absolutely ready for the journey! (There can never be enough business trips) Always willing to explore, discover, consolidate and strengthen rela@onships of whatsoever kind Definitely not the type to sit in the exactly same office every single day

Creative Approach��Talented in finding new ways to solu@ons of any kind

Work experience in adver@sing industry features a vast number of cases and benchmarks that are useful for distribu@onal ac@vi@es as well

Ready For A New Challenge ��More than ready, to be exact...

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